Ford Puts Out Guidelines To Dealers Here So That Ads Don`t Stretch Truth

February 26, 1990|By Jim Mateja, Auto writer.

You`ve seen and heard the type of ads-``below our cost`` or ``our loss is your gain``-the ones that make you suspicous why anyone would spend money advertising the sale of cars at a loss.

Jim Travers, Ford Motor Co.`s Chicago District sales manager, feels his local dealers have improved the quality and caliber of their advertising and has commended them for it in a letter now being sent to dealers.

But at the same time, Travers notes that ``a few permit their advertising to regress.``

In the letter Travers reminds dealers that the franchise agreement they signed demands all store owners avoid bait and switch, deceptive, misleading, confusing or illegal advertising or business practices.

To ensure all dealers play by the same rules, Travers issued a set of guidelines for them to follow. Here`s what he told them:

- Claims such as ``below cost`` or ``we`re selling regardless of profit`` or ``our loss is your gain`` are generally apt to be deceptive since dealerships are profit-making organizations. Such ads imply that the sale is for less than the vehicle cost the dealer or is being made with no profit for the dealership and would be false unless that is the provable case.

- Dealers claiming to undersell all competitors by claiming, ``We`ll beat the best deal`` or ``We guarantee to sell for less`` or ``Highest trade-in allowance`` are deceiving prospective buyers unless they can prove they in fact fulfill these claims. The burden of proof is the dealer`s.

- All dealers within this district function under the same sales agreement. None receive special price concessions nor are any of them specially authorized to conduct special sales or make special claims. Direct or implied claims of special status or privileges should be avoided.

- Cars and trucks advertised at a specific price must be available and must be willingly sold at the advertised price to anyone who wishes to buy them.

- Cars advertised as being covered by extended protection without explanation of the conditions or notice that coverage is sold at added cost to the buyer would be deceptive.

- Previous year models, although they may be unused, must be clearly identified as to model year.

- A claim that a dealership has 400 cars available for sale should mean it has 400 cars within the dealership`s physical possession and shouldn`t include numbers of units that may be on order.

Not bad guidelines for all dealers to follow regardless of the make they sell.

Mercury Sable

And now the least famous member of the popular Ford duo-the Mercury Sable.

Sable was introduced along with its partner from Ford at the same time, Dec. 26, 1985.

Like Taurus it had two shortcomings: It needed a somewhat larger, more powerful optional engine to complement the standard 3-liter V-6 and as a family sedan it needed antilock brakes as an added insurance policy.

But Sable had one problem Taurus didn`t have: It was the less publicized of the front-wheel-drive, midsize twins from Ford. Sable always got second billing as in ``Taurus and Sable.``

Sable deserves better treatment, especially now that like Taurus it offers the options of a 3.8-liter V-6 engine as well as antilock brakes. And throw in a driver`s side air bag as standard. Yes, standard, even though some customers who`ve called Ford`s toll-free customer service hotline have been told an air bag is optional in Sable. Mercury officials vow the folks manning the phone will be informed of the mixup.

The 3.8 V-6 makes a noticable difference in performance starting up from the light, accelerating in the merger ramp, or when pulling into the passing lane. The 3.8 has the same 140 horsepower as the 3-liter V-6, except that the 3.8 delivers that power at 3,800 r.p.m. and the 3-liter not until 4,800 r.p.m. That means quicker response to pedal pressure from the 3.8. You get up to speed at the beginning of the merger ramp, not at the end.

For the power you pay a small price, an EPA rating of 19 miles per gallon. city/28 highway versus a 20/29 rating with the 3-liter V-6. You also pay another price-$555 for the option.

ABS is a $985 option that`s well worth the investment, even if it really counts only once. ABS means quick, sure stops regardless of highway surface as sensors tell the on-board computer to pump the brakes to avoid wheel lockup. We didn`t have to use ABS at all during the test, but knowing the system was available in reserve still added to the daily driving pleasure.